PARIS, March 20, 2015 /PRNewswire/ —
- The first webisode highlighting the creative partnership between Cointreau and Laetitia Casta
- Conceived and presented by: Laetitia Casta
- Directed by: Laure Flammarion
- Produced by: Marine Dorfmann (Irene Production)
- In collaboration with: Eugenie Poumaillou
- See more on youtube : youtube.com/user/cointreauofficiel
The creative partnership announced on 27 January has now burst onto the digital stage. This first webisode pays tribute both to the rich heritage passed down by Louisa Cointreau and the arrival of Laetitia Casta as Cointreau’s new Creative Director.
To view the Multimedia News Release, please click:
During initial interviews surrounding the new partnership, Laetitia Casta stated that the first piece would represent homage to La Maison Cointreau and its first lady. She hoped to raise awareness of pivotal moments within the Maison’s history in all four corners of the globe.
"It was important for me to showcase the Cointreau archives, which are an exceptional treasure trove. Rare and precious nuggets abound, such as the world’s first motion-picture advert, devised by the Lumiere brothers. Above all the archives feature one unique woman: Louisa Cointreau. As the Maison’s first lady, Cointreau would not be what it is today without her influence. In partnership with Cointreau I want to encourage women to explore their own creativity. To dream, dare and create – these are the key elements of an adventure that we are setting in motion around the world." – Comments by Laetitia Casta.
The first Cointreau webisode: a masterpiece for women, by women
Laetitia Casta chose Laure Flammarion to direct the first webisode. Laure is a true Cointreau woman. As a writer, director and gallery owner, Laure Flammarion uses her creativity to find fulfilment. "This was a delicious challenge to sink my teeth into: unveiling Cointreau’s rich heritage, celebrating Louisa Cointreau and passing the baton to Laetitia Casta as she takes on the mantle of Creative Director and announces the mission she is continuing – or maybe we should say restarting? I am delighted to be a part of this creative adventure." – Comments from Laure Flammarion.
Marine Dorfmann, who produced this webisode and those yet to be released, was the next woman to be chosen by Cointreau and Laetitia Casta. Marine immediately seized this opportunity: "The project is an incredible fusion of ideas, and that is just how I like it. I committed to this adventure from the start and it is brightening up my life like a dash of Cointreau brings life to a cocktail. This webisode bodes well for a magnificent partnership".
Eugenie Poumaillou has been partnering with Cointreau for over a year. Eugenie agreed to collaboration with Cointreau that would require her to set off in search of lost archives. Her advice proved invaluable for the webisode. "In fact, Cointreau and I have a long history together, full of little happy moments. It is a story sewn together with creativity and elegance, just like that of the Maison itself", adds Eugenie Poumaillou.
The first Cointreau webisode: the foundations of a creative odyssey
This webisode is a chance for Laetitia Casta to lay out the foundations and values underpinning a programme that will be unveiled in spring 2015. It was devised with a view that allows men and women to give free reign to their creativity.
The coming months will see creative collaborations with inspiring women from different backgrounds and fields. This odyssey is open to anyone who seeks it. To follow events as they unfold, simply register at www.cointreau.com and wait for experiences that are as zesty as any Cointreau Fizz.
From Louisa Cointreau to Laetitia Casta – as well as sharing initials, these women are part of the fabric of the living legend that has made Cointreau a true icon.
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